The Toyota RAV4 spot, featuring sitcom star Kaley Cuoco as a ditzy but self-possessed genie granting wishes to a (surprisingly dumpy) RAV4-owning family, has moments of genuine charm. Having fun with malaprops, the writing is often nimble. But the spot ultimately feels more concerned with parading its own cleverness than selling a car. Also overstaying its welcome is the Kia ad about a dad inventing a planet of babies when his kid asks where infants come from. What could have been potent and memorable at 30 seconds feels bloated and meandering at 60. In each case, the extra time not only cost the carmakers a chance to sparkle, but $3.8 million, this year's 30-second rate.
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